Milwaukee's Best, Mother Enforce Manliness

Published on July 18, 2005.

Milkwaukee's Best Light "Pizza"

In a campaign that breaks this week on TV and on the web (via a site we wrote about here on Friday), Mother/N.Y. and Milwaukee's Best Light enforce manliness with an iron fist -- or least with a giant beer can that falls from the sky.

The effort, directed by John O'Hagan via new production home RSA, shows men hanging out. In each case, however, one of them does something less than manly -- like mopping grease off a slice of pizza -- and is punished. "Men should act like men," the voiceover says. "And light beer should taste like beer."

"It's one of those campaigns that's pretty straightforward," says Mother CD Linus Karlsson. "It's about the beer and it's about the guys, and it celebrates the beer and the guys." Asked about the rise of this ultra-male approach as seen in recent testosterone-fueled campaigns for brands like Axe and Maxim, Karlsson says, "it's just a natural fit. This entire campaign is celebrating real guys who act like guys, and it lets them know they haven't been forgotten."